In May 2024, my former SPY editor-in-chief approached me to collaborate on a brand identity for his start-up digital publication, Upper Middle. We worked closely to envision, experiment, and strategize how the visual tone would match his intended brand voice.

A core mission for the brand was to translate both the anxieties and the privileges that enshroud living in the upper middle class–in other words, being "uncomfortably comfortable." I aimed for preppy brutalism, drawing inspiration from Bloomberg Businessweek, the New Yorker cartoons, and George Maciunas' Fluxus Editions. I crafted a multimedia visual language that utilized illustration, digital and analog collage, and utilitarian design sensibility.

SCOPE OF WORK:

• Art Direction

• Newsletter and Social Media Assets

• Illustration